The media industry is becoming a prediction economy
Summary
Media and advertising are shifting from counting attention to predicting and proving outcomes, which makes performance a leading indicator rather than a lagging one. Agents and measurement stall on fragmented data (only 3% of CMOs can tie half their marketing to a business outcome), so the post argues for one governed data and AI foundation built on context (CustomerLake, Genie, Lakebase), control, cost, and choice (Unity Gateway), and cites a pet specialty retailer that saw a 12% lift in transactions after activating loyalty data with agents.
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